The magazine clutch by Stacie Grissom shown at Darby Smart in San Francisco, Calif., on Monday, August 12, 2013. Darby Smart is a do-it-yourself crafting startup working with top Pinterest designers of DIY items to market and sell their projects to consumers, complete with all materials and instructions needed to complete the project. less

The magazine clutch by Stacie Grissom shown at Darby Smart in San Francisco, Calif., on Monday, August 12, 2013. Darby Smart is a do-it-yourself crafting startup working with top Pinterest designers of DIY ... more

Photo: Liz Hafalia, Staff

Company's do-it-yourself kits help home crafters

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When it comes to Pinterest, crafts are sometimes easier "pinned" than done. Recognizing this hurdle for would-be crafters, Nicole Farb parted with her vice president title at Goldman Sachs to bring the most popular pins to life via Darby Smart (darbysmart.com). The startup delivers all inclusive do-it-yourself kits to doorsteps in turquoise, chevron-printed boxes.

Farb and her team comb Pinterest for the most viral, most sought-after design and fashion do-it-yourself projects and partner with the original designer to help create the kits. (Designers get credit and a portion of sales.) Then the team tests and chooses the materials to help ensure that the resulting project is durable.

Fifty to 500 kits are assembled for each project. And when a kit sells out, users can vote to bring the most in-demand kits back.

(To date, a pair of monogrammed champagne toasters have been nominated for two more appearances on the site.) So far the company has produced 26 kits, from magazine clutches to cat- and dino-topped jars, monogrammed coasters, gilded votives and feather-topped drink stirrers.

The kits cost $25 to $45 including shipping. New projects launch every three days, and once a month the company releases a group kit for those who want to host DIY parties.

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Customers can return kits, too. But Farb says not one has been sent back.

We asked Farb to give us the backstory on how she transitioned from investment banker to do-it-yourself maven and to reveal the lucky person whose job is it to peruse Pinterest for crafts.

Q: You made an unusual leap from Goldman Sachs investment banker to crafty startup. How did that happen?

A: I've always been very crafty, and I would say I've had an entrepreneurial spirit since I was a kid. In fact, my family jokes that my first business was making and selling hair bows in my neighborhood when I was only 10. Although it was incredibly scary to jump from a job I loved, my passion overtook my fear. The real driver was seeing the impact I could have, not just on people like me who suffered from craft anxiety, but also on designers who were extremely talented but not rewarded for their talents.

Q: Scouring Pinterest all day for the most popular do-it-yourself pins sounds like a sweet gig. Tell us about the process and who is responsible for choosing the projects.

A: It certainly is a sweet gig and one of the hardest ones to let go of as we scale! Originally, it was just me, and today it's definitely a team effort. The group that scours Pinterest is comprised of our merchandising team - still led by me - as well as two talented individuals who came from Pottery Barn and Gump's.

Q: How are the designers that you tap to create the kits responding?

A: The designer response has been incredible. We have been receiving a steady flow of emails, letters … even PowerPoint decks. Some of the messages have been incredibly rewarding and include sentiments like, "I'm stalking my mailman until the designer kit arrives!" and "You've answered my prayers," so it's nice to see that we are making a real impact on these people's lives.

Of our original 10 designers that we launched with in June, the majority of them are doing a second kit for us, and we have 75 new designers for the class of fall 2013. We have been overwhelmed with applications - not just by the large number, but with the quality as well. We were also pleasantly surprised to see a segment of very young entrepreneurial girls applying with their ideas.

Q: So far we've seen everything from a magazine clutch and pompom necklace to monogram coasters to hanging planters. What else can we expect?

A: We have some really cool projects coming up, including a "make your own soap" kit, an acrylic purse kit (inspired by Jimmy Choo) and a "make your own candleholder" kit.

We also have some unique back-to-school kits, and of course, we'll have lots of holiday DIY [do-it-yourself] projects. You can give a kit as a gift or make a do-it-yourself kit and give a truly personalized gift.

Q: Do the kits range in difficulty? Are there any measures taken to ensure that projects are fun and frustration-free?

A: I personally test everything, and I craft at the level of a 4-year-old, so I think that I'm the strongest barrier. Most of our kits are limited to about five materials and usually take less than one hour to complete the finished product (excluding drying time).

Each kit is tested by myself, the Darby Smart Team and the kit designer for ease of use. Our designers may be experts, but they recognize that our goal is to deliver a frustration-free craft to our customers. In addition, our kits undergo rigorous supply tests, to ensure that each individual supply is the best for that kit. Ask any do-it-yourselfer, and they'll tell you that what matters most about the quality of the craft are the supplies - not the technique.